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Diversity of Journalisms. Proceedings of ECREA/CICOM Conference, Pamplona, 4-5 July 2011 The ability to create and disseminate opinion makes blogs crucial while trying to understand the building of political images and opinions. On the other hand, Social Networks are the other main agents in the new digital communication context. As we saw in the case of Spain, Internet users increasingly use Social Networks in their daily digital routines, and as in the case of blogs, their ability to expand individual opinion makes them essential for the study of political opinion. Finally, online media are the third element that we have studied, for they share the same scenario as the Social Media but they represent the traditional agenda-setting role of their fellow off-line versions. The Nostracker System A key problem while doing research on the Internet is the vast amount of information available and the current absence of reliable methodology to systematically collect data and successfully process it. To address this problem, Francisco Campos Freire, Manuel Gago Mariño and Ana López Cepeda, researchers from the University of Santiago de Compostela, have created and registered Nostracker, a reputation management system that automatically monitors, classifies and researches certain objects (such as brands, personalities or current day figures) in the Social Media (blogs and social networks) and in the online mass media. Nostracker is able to identify objects and traces of Internet conversations, define each actor, learn about temporal evolution and establish ranking lists in function of presence in network (Campos, Fernandes, 2011). The Nostracker system is a model that is still evolving, and its goal is to integrate all the Iberian Peninsula and Latin American blogosphere through all the Spanish and Portuguese media ecosystem (online media, blogs and social networks) and also through the Latin American blogosphere. For this reason, there are two Nostracker systems working currently in Ecuador and Argentina to integrate the blogospheres of the Andean and Mercosur area. Nostracker enables us to measure the repercussion of new self-communicating mass media (social and personal networks) on agenda-setting and framing as well as relationship marketing. To achieve this level of analysis, the methodology used in all the Nostracker research projects is very similar. Firstly, we need to define the ‘objects’ that are going to be analyzed, i.e.; the topic, brand or person that needs to be monitored. The first step is to give the object a name that will identify it, in order to write the so-called ‘defining terms’ of that object. This shall include all the possible ways of writing the name of the object and all its possible variants (see Figure 1), and furthermore, writing the tags for that object. 62
Diversity of Journalisms. Proceedings of ECREA/CICOM Conference, Pamplona, 4-5 July 2011 Nome (Name): Presidente de España Nos campos Termos e Tags separar por comas presidente de españa, presidente de espana, zapatero, rodríguez zapatero, etc. Termos definidores de obxecto (Defining terms): españa, política, gobierno, psoe Tags de obxecto (Object tags): Figure1. Creating an ‘object’ for Nostracker After having defined the object, the system automatically screens, posts, tweets and news that are published on a daily basis by a number of pre-selected ‘actors’ and ‘media’, in search of the ‘defining terms’ that we have previously described. The common database that the system analyzes is comprised of a) actors which include around 20,000 blogs and 5,000 Twitter profiles, and b) the media –another common database, comprised of the 100 Spanish online media. The blogs and Twitter profiles have been carefully selected, and represent the most active ‘actors’ in the Spanish cyber-communication world. Once the system collects the information of all the actors and media that have published some news, post or tweet, it presents the results as two types of graphs. The first type of graph presents two chronological graphs: one for the results found in blogs and social networks (Twitter) and one for the results found in online media (Graph 1). 63
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